Have you ever visited a law firm’s website seeking a law firm specialist and noticed they’re in every possible practice area? They practice what is known as threshold law. This is when anything coming across the threshold is acceptable business. Some dentists, plastic surgeons, dermatologists, and insurance agents are also guilty of this. If this describes you, it means you have established yourself as a generalist, and you market yourself that same way.
Certainly there are avenues to take when still working toward being profitable, but attempting to be all things to all people will likely leave you being unprofitable in the end. Here’s the workaround for this: market like a specialist and practice like a generalist. Most lawyers are unable to state they are specialists without specific certification because of laws in their respective state—for this reason it makes sense to steer clear of that language. However, it IS still possible to market your firm as if you are a specialist. You can do so without ever saying you are a specialist.
Here’s an example. Our program hinges on the original concept of ACE — authorship, celebrity and expert. When you seek to attract business, it is possible to write your book in a way that allows you to attract the clients you want by using the book’s aim. If you wish to attract women in your business, your book can be targeted as such. If you are seeking military, your book can “look” and read in a way that will speak to that audience.
The reality is that many things our firm teaches may easily transfer to any single industry. There are no businesses that are different. It’s what I believe and it’s what I practice. Your business is no different from his business or her business. Remember that? Didn’t we take an oath stating such in the beginning? Theoretically, I practice like a generalist. You are probably reading this because our company markets like a specialist. It’s what we teach; it’s what we practice. We market like specialists, and we practice like generalists.
You want to focus on your one thing and market like a specialist.
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